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A few options. You could start with an open ended question and then move to closed ended questions for leading brands and perhaps any other options listed in the previously open ended process. You could use an input box that takes text and shows partial matches which people then select (e.g., a bit like in Facebook when selecting a friend)


it seems that you can use randomization of options to decrease bias. That is, present every respondent with multiple choices but in completely random order. Also, bias might be directly tested on two groups, say A&B. Only difference will be the order of available answers. This manual seems to be very helpful: Handbook of Survey Research, Ch.9 Question ...

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